某汽車培訓(xùn)材料-產(chǎn)品策略※品牌管理

FordLioHo

產(chǎn)品策略及品牌管理AgendaFordMotorCompanyProductPlanningProcessWhybrandmarketing?ConsumerInsightIntegrateBrandMarketingIntoBusinessCaseStudy–ProductPlanningSummaryandQ&AWhatMakesaStrongBrand?Revised3/29Contact:GSCOTT12BrandStrategyCreatesDifferentiationandSynergiesAmongOurBrandsTheMostExclusiveClubElegantSensuousOriginalw/RefinedPowerStylishSpiritedInsightfulReliable;ConvenientServiceGenuineProgressiveSmartInnovativeExpressiveIndividualisticAmericanLuxuryIngenious…CaringSuperiorGlobalServiceSpeedandConvenienceCompetitivePricesTRUST+LOVE+DELIGHTPremierAutomotiveGroupSafety“ForLife”Trustworthy,ExpertConvenient,FlexibleInnovativeWhyBrandMarketing?ProliferationofproductchoicesinthemarketIncreasingnumberofproductswithsimilarqualityandperformanceProduct-basedcompetitiveadvantagesareshort-livedConsumersarelookingforwaystosimplifychoicesGlobalizationandPowerfulGlobalBrandsConsumerInsightProvidesBasisforConsistentlyDelightingConsumerTypesofNeedsStatedRealUnstatedDelightSecretExampleConsumerwantsaninexpensivecarConsumerwantsacarwhoseoperatingcost,notitsinitialprice,islowConsumerexpectsgoodservicefromthedealerConsumerbuysthecarandreceivesacomplimentaryU.S.roadatlasConsumerwantstobeseenbyfriendsasavalue-orientedsavvyconsumerSource:Kotler,Philip;MarketingManagementConsumerInsightTheKeytoProduct“Hits”CustomerSatisfaction/OwnerLoyaltySegmentationToolsTrendsAnalysisProductSatisfactionSales&Service

SatisfactionDealerSatisfactionOwnerLoyaltyBuyerStudiesMarketPulsesNeeds-BasedSegmentationAttitudinalSegmentationGenerationalCohortsConsumerInsightExperienceConsumerImmersionsEthnographicsBrandPersonalityStyling/PackageMarketOfferingAdTestingBrandTrackingFuturesResearchConsumerImmersionBrand/ProductPerceptionYouNeedTo“ListenWithYourEyes”8Demographic/VehicleUseAge:20-25Income:overUS$5MEducation:NONEVehicle:LimoWaysofGetting“ConsumerInsight”InterviewingEthnographicInterviewsObservationResearchAttitudinalCustomerInsightNeedsBasedCustomerSegmentationSpace:theFinalFrontierWantIt,BuyItFamilyTransportMenBehavingBadlyComfortableShuttleDesignerKnockoffBrandImaging

TruckConsumerImmersionConsumptionConsumptionTotalreasonablemarketpotentialforthebrandAdjacentPeoplewhowewillattractwithelementsofthebrand,butnotthefocusofour“delighting”effortsAdjacentCoreTargetCoreTargetThemost“valuable”customerswewanttodelightwithatotalbrandexperienceTargetingTargetCustomerDescription:Whathobbiesdoesthispersonhave?Whatlifestageisthispersonin?Whatismostimportantinthisperson’slife?Whatarethiscustomer’scorevalues?Howdoesthisperson’’sfriendsdescribehim/her?AnalyzingandDiagnosingtheBrand/SituationalAnalysisMeasuringProgressCreatingtheBrandPositioningDevelopingBrandPlansProcessElementsWherearewenow?(AnalyzingandDiagnosingtheBrand/SituationalAnalysis)Wheredowewanttobe?(CreatingtheBrandPositioning)Howdowegetthere?(DevelopingBrandPlans)Howwillwebemeasured?(MeasuringProgress)IntegratingBrandMarketingintoourBusinessSituationAnalysisShouldAimatBroadUnderstandingofMarketGeneralMarketOverviewDemographicsEconomicIndicatorsSocialtrendsAutomotiveMarketOverviewSizeandGrowthKeyPlayers,OfferingsandSharesDistributionChannelsAncillaryProductsandChannels(I.e.,financingthroughcreditunions)CustomerSegmentsandTrendsFordMotorCompanyOverviewSales/ShareFinancialPerformanceKeyProductOfferingsDistributionChannelsBrandPositionCustomerSegmentsSWOTAnalysis(Strengths,Weaknesses,OpportunitiesandThreats)‘Positioning’OurBrandsdefinesthebrand’semotionalconnectionwiththecustomerfostersthedevelopmentofmoretargetedproductsdifferentiatesproductswithinourportfolioandfromcompetitorsprovidesauniqueandcompelling‘sellingproposition’12/17/202214TARGETCUSTOMER…thefoundationforthebrandpositioningBrandPositioningDNADevelopingBrandPlansIdentifychallengesandimplicationsoftheBrandPositioningDevelopStrategiestodeliverontheBrandPositioningDetermineTacticsthatwillbringStrategiestolifeBrandMarketingProcessAnalyzingandDiagnosingtheBrand/SituationalAnalysisMeasuringProgressCreatingtheBrandPositioningDevelopingBrandPlansMeasuringProgressHumanResourcesPublicAffairsPurchasingMarketing,Sales,&ServiceProductDevelopmentFinanceManufacturingDealers/FRNFromCompanytoBrandBRANDDesignSuppliers/AgenciesQuality/ProcessLeader-ship12/17/202218FromBrandtoCustomer…EverytouchpointwiththecustomermustreinforcethebrandBRANDPeopleAdvertisingPricingBrochuresSponsorshipSales/ServiceExperienceWebsiteAutoShowDisplaysProductDesign12/17/202219PreciseCustomerTargetingDeepConsumerInsightStrongBrandsthatConnectEmotionallyandRationallywithourTargetCustomersConsumerCompanyWithCulturalIntensitySVAP/ERatio=Winning!!SummaryWhatisaBrand?Withbrands,acustomer’sperceptionISrealityStrongbrands(brandspeoplelove)areproductplusanemotionalconnectionwiththeconsumerAsacompanyweneedtoalignoureffortstobetterconnectourbrandstoourcustomer…TheArtofConnectingSummaryImpactofBrandMarketingStrongBrands……provideanemotionalconnectionwithourcustomersdelivergreaterproductdifferentiationdeliverhigherlevelsofcustomersatisfaction,ownerloyalty,salesandprofitallowless““push”andmore“pull”marketingDelightthefewandattractthemanyIt’snotaboutshowingup……it’saboutwinning.10RulesofGreatBrandMarketingTactics1.Buildimagearoundgroup““A”(target),sellvolumetogroup““B”.2.Startwithaverygoodproduct--daretocompare.3.Marketthetop-of-the-lineproductfirst.4.MarkettheBrandFamilyofnameplatestogetheraroundcommonbenefitsandvalues.Leadwiththenew,hotproductsandincludetheoldermodels.5.Comeupwith“newtotheworld””ideas,sothepresssellsthebrandforyou.6.Create“buzz”(positivewordofmouth)directedatspecifictargetcustomers.7.Beproudandaspirational.Useboldadvertisingthat1)getsnoticed2)makestheproductahero,and3)connectsemotionally.8.Focusallmarketingactivitiesaroundthebrandvaluesandintegrateallmarketingactivitiestoachievesynergy,efficiencyandconsistency.9.Ensurethatdealersunderstandandbuildthebrand.DevelopfacilitiesandsalesandserviceexperienceswhichareconsistentwithBrandvalues.10.Useindividualized,relationship(2:1)marketingtodevelopdeep,lastingrelationshipswithcustomers.Usetheinterneteffectivelytoconnectwithcustomers.9、靜夜四無鄰鄰，荒居舊業(yè)業(yè)貧。。12月-2212月-22Saturday,December17,202210、雨雨中中黃黃葉葉樹樹，，燈燈下下白白頭頭人人。。。。10:43:2010:43:2010:4312/17/202210:43:20AM11、以以我我獨(dú)獨(dú)沈沈久久，，愧愧君君相相見見頻頻。。。。12月月-2210:43:2010:43Dec-2217-Dec-2212、故故人人江江海海別別，，幾幾度度隔隔山山川川。。。。10:43:2010:43:2010:43Saturday,December17,202213、乍見翻疑夢(mèng)夢(mèng)，相悲各問問年。。12月-2212月-2210:43:2010:43:20December17,202214、他鄉(xiāng)生白發(fā)發(fā)，舊國見青青山。。17十二月月202210:43:20上午午10:43:2012月-2215、比比不不了了得得就就不不比比，，得得不不到到的的就就不不要要。。。。。十二二月月2210:43上上午午12月月-2210:43December17,202216、行行動(dòng)動(dòng)出出成成果果，，工工作作出出財(cái)財(cái)富富。。。。2022/12/1710:43:2010:43:2017December202217、做前，，能夠環(huán)環(huán)視四周周；做時(shí)時(shí)，你只只能或者者最好沿沿著以腳腳為起點(diǎn)點(diǎn)的射線線向前。。。10:43:20上上午10:43上上午10:43:2012月-229、沒有失敗，，只有暫時(shí)停停止成功！。。12月-2212月-22Saturday,December17,202210、很多事情努努力了未必有有結(jié)果，但是是不努力卻什什么改變也沒沒有。。10:43:2010:43:2010:4312/17/202210:43:20AM11、成功就是日日復(fù)一日那一一點(diǎn)點(diǎn)小小努努力的積累。。。12月-2210:43:2010:43Dec-2217-Dec-2212、世間成事，，不求其絕對(duì)對(duì)圓滿，留一一份不足，可可得無限完美美。。10:43:2010:43:2010:43Saturday,December17,202213、不知知香積積寺，，數(shù)里里入云云峰。。。12月月-2212月月-2210:43:2010:43:20December17,202214、意志堅(jiān)堅(jiān)強(qiáng)的人人能把世世界放在在手中像像泥塊一一樣任意意揉捏。。17十十二月202210:43:20上上午10:43:2012月-2215、楚塞三三湘接，，荊門九九派通。。。。十二月2210:43上上午12月-2210:43December17,202216、少年十十五二十十時(shí)，步步行奪得得胡馬騎騎。。2022/12/1710:43:2010:43:2017December202217、空山新新雨后，，天氣晚晚來秋。。。10:43:20上上午10:43上上午10:43:2012月-229、楊柳柳散和和風(fēng)，，青山山澹吾吾慮。。。12月月-2212月月-22Saturday,December17,202210、閱讀讀一切切好書書如同同和過過去最最杰出出的人人談話話。10:43:2